The Result Of The ADI Hurricane Shows The Determination Of The Group Reform.

Greater China has become Adidas's most important overseas base.

This year, the group has been extremely active in this market, opening brand centers in Hongkong and opening the world's first flagship store in Guangzhou. These are enough to see Adidas's importance to the Greater China region.

There is a reason for Adidas to do so. The Greater China region and the whole Asia have strong consumption potential and are far from being saturated, so Adidas is mainly here.

Laying is the main.

The main way is to build a flagship store and set up a professional shop.

Due to the severe contraction of the North American market and the downturn of golf business, Adidas group had a big diving in 2014, and its net profit fell by nearly 40%. Even the stock price fell by 15% a day.

Think carefully, the reason why Adidas group chose to announce the new development plan at that time is largely to restore investor confidence, which, of course, highlights the determination of the group reform.

Adidas is accustomed to five years as a whole, 2011 to 2015, and this five year goal is clearly not achieved, which will inevitably give rise to questions about the new five year plan.

In fact, let's take a look back at the direction of the new five year plan sponsored by Adidas global brand director Eric Letek (Eric Liedtke).

In addition to the promotion of specific business indicators, the greatest focus of development is to enhance interaction with consumers.

For example, the promotion of robot manufacturing, the gradual pfer of production lines from Asia to these major consumer markets in Europe and America, and then enhance personalized customization services.

It also adjusts product production cycle and can respond quickly to changes in consumer demand.

Another is to increase investment in key consumer cities, including six cities in Losangeles, New York, London, Paris, Shanghai and Tokyo. This also shows that North America, Europe and Asia are still Adidas's key markets.

In addition, the specific product design plan has been adjusted accordingly, with important subdivision areas as the focus of development.

From now on, Adidas group really wants to congratulate the early introduction of this plan, and its most direct impact is to drive the group's 2015 performance to pick up.

Although it is not realistic to make the market structure of the North American market move in a short period of time, the group's annual revenue has increased by 16%, thanks to the excellent performance of Greater China, Western Europe and several Latin American regions, and the turnover and net profit data have exceeded the market expectations.

Such a result also greatly enhanced the confidence of the group managers and accelerated the pace of Adidas's reform.

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2016 is the first year of Adidas's new five year plan. Up to now, Adidas group has been active and is the most active sporting goods company in the market.

With new guidelines, Adidas understands what is most urgent.

In fact, such a company has a lot of historical ammunition in its deep historical foundation. On the one hand, the crisis is constrained by the weakness of the overall environment, and then there is a bias in the judgement of the market.

Fortunately, Adidas has just returned to a new track with a short stopover.

Want to let

To regain confidence, a person must respond positively to the financial statements.

Therefore, the group finally decided to cut down the long-term worrying golf business, which greatly alleviated the operational pressure of Adidas's other businesses, so that it could make light of its own.

In the first half of this year, Adidas's strong performance shocked the industry, not only continuing to advance in Greater China, but also showing signs of recovery even in the depressed North American market.

In these two big markets, Adidas brings great pressure to Nike.

Since the first half performance exceeded analysts' expectations, the group also raised its annual forecast.

Now recalling the analysts' view of Adidas's prospects a year and a half ago, Adidas now has the strength to fight.

Judging from the main actions of Adidas this year, we can easily find its practice of the new five year plan, which can be said to be pferred to the high speed mode at the beginning.

In May this year, the group started the robot factory in Germany.

Later, CEO Herbert Heiner also revealed the plan of building a factory in the United States. In Adidas's eyes, this trend seems to be the mainstream, returning to the main consumer market in Europe and America, helping to deal with different consumption needs and habits.

Broadly speaking, it is to enhance interaction with consumers.

In addition, Adidas's progress in the United States, especially in the Greater China region, is also impressive.

Adidas's strong rise in the first half of the year is largely due to the promotion of Adidas Originals series of shoes, especially Stan Smith and NMD.

Of course, Adidas can not expect a few explosions to lead itself to 2020, but this has stimulated the group to drive marketing with products to some extent, especially they have found ways to buy Americans.

Adidas continues to "preach" its sports style.

Last week, the group launched a new series of Adidas Athletics, and the selection of the product launch conference in New York is also quite meaningful.

Adidas is a great expense for the launch of this series. A super spokesperson team has been invited to help, including NBA stars Wiggins, Nuo A, 100 meter famous Tori Povey and Chinese tennis rookie Xu Shilin.

In addition, Adidas online has also been actively promoting new product exposure, such as James Harden and Gareth Bell.

The group's recognition of the new product is obvious.

According to the press conference, the new series constructed a bridge between athletes and their performances, hoping that athletes could show different sports styles after the match.

At the same time,

Z.N.E. Hoodie, the first product of the series, is also officially available.

Adidas said that Adidas Athletics's products have the top production technology, representing professional, avant-garde and positive sports trends.

Some analysts believe that Adidas's move is a strong challenge to the Nike Sportswear series. In the future, in the field of professional sports and leisure, the two will fight fiercely.

However, Nike still has the market recognition superiority and the athlete resources superiority in North America, Adidas wants to cut quickly is not easy.

But from the starting point, Adidas seems to have found the right direction.

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Soccer, running, women, Sports Classics and children are regarded as the five major subdivision areas of Adidas. We are familiar with the first four categories, but now Adidas wants to add another fire to the children's market.

At the beginning of this month, Adidas launched the first Young Athletes brand experience shop for young children in Shanghai.

From next year, the group will also open more Young Athletes shops in the core business circle of key cities throughout the country.

Over the past five years, the sales scale of Adidas children's products in the Chinese market has increased by 25% in average. As of 2016, more than 1400 brand stores and more than 400 multi brand stores have already been sold. Both in terms of sales scale and distribution network, they are absolutely leaders in the field of children's footwear.

By the end of 2020, Adidas is expected to have more than 2600 specialized shops in the country to further meet the growing demand for children and adolescents.

2016 is far from over, but Adidas's implementation of the new five year plan is amazing.

Next month, the German sports brand will officially enter the Caspar Rothd era.

It's hard to say whether Adidas's achievements this year have anything to do with him. After all, Rothd won the official appointment at the beginning of the year.

Herbert Heiner led the group in the final stage of his career, which also gave many revelations to his successor.

I believe that Adidas will have more cards in the next few years.